9 Lead Enrichment Tools for Deeper Insights

Picture it: All you have is a simple name and email address for a new lead. You need more information to determine if the lead is qualified and, if so, to close the deal. However, gathering this information is a time-consuming process when done manually.

Lead enrichment tools are low-cost, efficient resources that can help you enrich your contact data. Using one of the below lead enrichment tools, your sales team stands a better chance of identifying, optimizing, and continually monitoring the leads in your CRM that are most likely to convert.

This guide will walk you through the best lead enrichment tools and their key features. But before we get into specifics, here are key things to know about lead enrichment tools:

• Lead enrichment involves collecting and analyzing data and metadata about leads.
• With lead enrichment tools, users can quickly and comprehensively collect relevant information about their leads who have missing data.
• Lead enrichment tools should not only help users collect and analyze data about leads but also help them manage data quality and identify top-priority prospects.
• When selecting a lead enrichment tool, you should consider each platform's data sources, timeliness, and cost.
• Some of the top lead enrichment tools include Clearbit, Datanyze, FullContact, ZoomInfo SalesOS, Cognism, Lusha, Pipl, Apollo.io, and UpLead.

What Are Lead Enrichment Tools?

Lead enrichment tools are data applications and platforms that rely on data collection, integration, ETL, automation, validation, cleaning, and more to incorporate new information and additional context into existing lead profiles and contacts.

With a lead enrichment tool, businesses can easily collect data from various sources, including social media, to learn more about prospects and enrich the information stored in their CRM platforms.

The Role of Data Integration in Lead Enrichment

As digital platforms and applications continue to expand, data becomes dispersed among various sources and platforms. The ability to seamlessly integrate this data is paramount for effective lead enrichment.

Data integration ensures that all pieces of information about a lead, whether from social media, email campaigns, or third-party data providers, are consolidated into a unified profile. This holistic view allows businesses to gain deeper insights into their leads, tailoring their marketing and sales strategies with precision.

Without robust data integration, even the most advanced lead enrichment tools would struggle to provide a comprehensive picture of potential customers. Thus, before diving into the list of top lead enrichment tools, it's essential to recognize the foundational role that data integration plays in the entire process.

Enhance Your Lead Enrichment with Integrate.io

Rating: 4.3/5 (G2)

Key Features:

• Hundreds of compatible sources for data ingestion
• ETL and Reverse ETL, ELT/CDC, data observability, and API generation
• CRM-specific connectors and documentation
• Low-code/no-code interface

Integrate.io is a data integration solution that offers purpose-built connectors and ETL operations, aimed at improving the lead enrichment process. One of its most popular connectors is for Salesforce, but Integrate.io also connects with a variety of other large data sources, making it easier for users to find and combine lead data from all of their different applications and storage repositories.

For users who are less confident in their ability to use a data platform effectively, Integrate.io comes with a variety of self-service support resources as well as highly-rated customer service agents who are available 24/7. Plus, Integrate's no-code/low-code operation is easy to use for those without in-depth data integration knowledge. ETL can enrich the data and push it into Salesforce, along with other data.

Pricing for the products at Integrate.io are a la carte; interested users should consider which aspects of data integration and management are most important to their team before committing.

How to Evaluate Lead Enrichment Tools

Here are important things to consider when evaluating lead enrichment tools.

Data Sources

Lead enrichment tools should quickly and efficiently collect lead data from diverse and relevant data sources. To get the most comprehensive results and create better customer and lead profiles, look for lead enrichment tools that go beyond collecting publicly available data.

Timeliness

Modern marketing and sales campaigns can rely on real-time information. So, it's important to look for lead enrichment tools that enable users to update contacts with the best information as often as needed. Many modern lead enrichment tools use automation, artificial intelligence, and machine learning to more efficiently update lead information over time.

Price

Several lead enrichment tools are free or low-cost, but depending on your business needs, these solutions may not offer enough functionality.

It's crucial that you not only pay attention to the cost of lead enrichment tools but also to the value and comprehensiveness of features you receive at that price point.

Here are the top lead enrichment tools:

1. Clearbit

Rating: 4.4/5 (G2)

Key Features:

• Lead scoring and routing
• Rich customer segmentation
• Real-time, ML-driven updates
• Integrations with tools such as Salesforce, HubSpot, Marketo, Slack, and Zapier

Clearbit is a leading enrichment solutions provider that has recently bolstered its portfolio with AI-native features. The Enrich solution is designed with lead data enrichment in mind. It gives users sales and marketing integrations, AI-powered real-time updates, and customer-friendly features—like consolidated intake forms—that make it easier to collect and organize data.

Three pricing plans are available to Clearbit users, including a free account option and paid plans that can be customized.

2. Datanyze

Rating: 4.2/5 (G2)

Key Features:

• Google Chrome extension for easier web scraping
• Market share reports for various specialized industries
• Contact segmentation and tagging
• GDPR and CCPA compliance

Datanyze is a lead enrichment tool that focuses on building up B2B sales prospects and their data. It's a particularly strong option for marketing researchers, as its market share reports, industry-specific lead collections, and detailed dashboards give users all kinds of information to delve into for further insights.

Datanyze is available in three pricing packages, including Nyze Lite, which is a 90-day free trial that includes 10 credits per month.

3. FullContact

Rating: 4.3/5 (G2)

Key Features:

• Individual Plus Insights bundle for more than 330 data elements and behavioral insights
• Mobile advertising IDs
• Hashed emails
• Advanced demographic insights for customer segmentation

FullContact's Enrich product is a data enrichment solution that works for both offline and online data sources. It is a platform that emphasizes personal and professional interactions, giving users behavioral and demographic data as well as company and market verticals to enhance lead profiles.

FullContact does not transparently list pricing information for Enrich, so prospective buyers will need to contact sales for more information. However, prospective buyers have the option to run a free insights report to determine if this solution is a good fit.

4. ZoomInfo SalesOS

Rating: 4.4/5 (G2)

Key Features:

• Sales prospecting with a contact database of more than 65 million phone numbers and 150 million email addresses
• Buyer intent and website visitor tracking
• Conversation intelligence for calls, meetings, and emails with Chorus
• Contact tracking and company search

ZoomInfo SalesOS is a data enrichment and sales prospecting solution that gives users access to one of the largest contact databases in the market. Users also benefit from tools that support and even take over certain types of customer communications. For example, the ZoomInfo Chat gives real-time insights about qualified buyers.

While ZoomInfo does not transparently advertise its pricing, it does state that SalesOS is priced based on the features, number of licenses, and credits that you use.

5. Cognism

Rating: 4.7/5 (G2)

Key Features:

• Lead matching, scoring, and routing
• Advanced data points on tech stacks, buyer intent, company location, size, etc.
• Strong compliance standards, including GDPR
• CRM and sales integrations

Cognism is one of the most highly-rated lead enrichment and sales intelligence tools for B2B engagements. One of the reasons why customers are drawn to this platform is because of its commitment to ethically sourced, compliant data. The company also does a good job of meeting data use and management standards for global regions beyond North America.

While Cognism does not clearly state how much each of its packages costs, it ensures prospective buyers know that there is a flat platform access fee and per-user licensing costs.

6. Lusha

Rating: 4.6/5 (G2)

Key Features:

• Trust-Filters solution for high-quality data sourcing and management
• Data enrichment automation workflows
• Enrichment editor for incomplete Salesforce records
• Data-driven recommendation templates

Lusha is a data enrichment solution that specializes in Salesforce lead enrichment. The tool is frequently chosen for its usability. Low-code/no-code features, template recommendations, and automated workflow rules simplify the process of managing and updating contacts.

Lusha is also a relatively affordable lead enrichment solution, with four plans starting as low as $0 per user/month, with five credits per user.

7. Pipl

Rating: 4.4/5 (G2)

Key Features:

• Real-time identity verification and trust scoring
• User verification and purchase approval support
• Crime and fraud investigation
• People and background search support

Pipl is a digital identity verification platform that's used by everyone, from criminal investigators to marketing and sales professionals. Its platform maintains a collection of digital identifiers that include trusted identities, unique identifiers, global emails and phone numbers, social media usernames, and trust signals.

It's less focused on marketing and sales and may require more creative configuration, but its real-time identity verification is especially useful to e-commerce and online vendors. Interested users will need to contact Pipl directly for pricing information.

8. Apollo.io

Rating: 4.8/5 (G2)

Key Features:

• Data Health Center for TAM
• CRM and CSV enrichment
• API for data search, updates, and enrichment
• More than 265 million contacts in a living database

Apollo.io is a data enrichment tool that uses AI to optimize contact and data collection workflows for better sales intelligence. Its extensive database is regularly updated with new contact information, and customers regularly comment on the platform's high-quality data and range.

Pricing for Apollo.io starts at $0 for unlimited email credits, 60 mobile credits per year, and 120 export credits per year.

9. UpLead

Rating: 4.7/5 (G2)

Key Features:

• Contacts enrichment with appended data
• Prequalification of companies with sales intelligence
• Email enrichment
• Real-time prospecting

UpLead is a lead enrichment tool that focuses on B2B prospecting and boasts a 95% data accuracy rate. Its contact database setup is easy to search and use, and because of its clear interface, most users find it a straightforward process to clean up any data quality issues.

That being said, this is a platform that focuses heavily on data quality from the start, and many users have praised this component of the tool.

Paid plans for UpLead start at $99 per month for 170 credits. Users also have the option to do a seven-day free trial with access to five credits.

Uncover Deeper Insights With Integrate.io

With Integrate.io, you can rest assured that the data you're adding to lead profiles is relevant, accurate, and comprehensively sourced from all of your data sources. Plus, with the low-code/no-code database, your sales team can use the platform with confidence.

If you're interested in giving Integrate.io a try for lead and data enrichment, book a demo today!

Lead Enrichment Tools FAQs

What Is Lead Enrichment?

Lead enrichment is the process of adding useful supplementary data to contacts in a lead database, including anything from a last name or phone number to past purchasing history and ad clicks.

After additional data has been collected and added, lead enrichment involves analyzing and updating any other information for these contacts to make the lead database more actionable for future marketing and sales campaigns.

How Does Lead Enrichment Work?

Lead enrichment works through the following steps:

1. Collecting data from different sources and in different formats
2. Ensuring that data is relevant and high-quality
3. Matching that data to existing lead entries in a CRM
4. Adding and appending data where relevant
5. Scoring leads as the data is updated
6. Monitoring changes in lead data over time

What Are the Benefits of Lead Enrichment?

The benefits of lead enrichment include:

• Gaining access to the contact information necessary to reach new prospects
• Learning more about existing contacts so you can personalize their customer experience
• Identifying contacts who are more likely to convert for different metrics
• Adhering to data compliance rules and regulations
• Maintaining a clean and easy-to-read database of contacts for current and future marketing campaigns